M&M’s celebrated BIG in-store for the 4th of July

Client: M&M’s brand on behalf of Mars Ireland

Project: Celebrate BIG on 4th July with M&Ms


To develop bespoke 4th July themed in-store point-of-sale units as part of a wider campaign including TV, outdoor, digital, social and radio plus product sampling and experiential events.


M&M’s are celebrating BIG in-store for the 4th of July. We were tasked with creating exciting 4th of July themed instore point-of-sale units that would be show-stopping, disruptive and drive consumer engagement through in-store theatre.

We began by taking the key creative* for the campaign and adapting it to create various 4th July themed units to include:

  • American Style Taxi Cab Display Units
  • Top Hat Styled Impulse Bins
  • Large FSDU and FSDU/Aisle arches
  • Branded Bollard covers
  • Trade Presentation Gift Box



A nationwide roll-out of tiered levels of display units to create a fun in-store experience around the 4th of July celebrations. Custodian also developed a highly impactful, disruptive range of additional POS displays to help support and drive off-shelf sales in secondary positions outside of the confections aisle.
*Concept and lead creative credited to Irish International BBDO